Shopify’s ‘Magic’ AI editor makes normal product images look professional

The Shopify Magic suite, a set of generative AI tools unveiled in April last year, is expanding its features. It’s introducing a media editor that incorporates generative image fill into its platform, along with an AI-driven conversational search. Merchants now have the ability to instruct the image editor to switch photo backgrounds effortlessly, even without any Photoshop skills, to align with the theme they envision.

Shopify’s AI editor, coming this spring, will also recommend backgrounds and styles that complement the product images already present in the merchant’s library. Glen Coates, Shopify’s VP of Product, mentions that numerous sellers on the platform lack access to large studios or professional photographers, yet they still want their products to shine. With no extra cost to use this tool, it fulfills that need.

“We know not everyone has access to studios or mannequins, so we want to lower the barriers to entry for entrepreneurs to present their products in the best light,” Coates tells The Verge in an interview. “We’re not forcing anyone to use this feature, but it will be an extra helping hand.”

Last spring, Shopify introduced additional generative AI tools, such as automated product descriptions, integration with chatbots, and suggested replies for conversations between merchants and buyers.

Even though Shopify caters to big names like Kim Kardashian’s Skims, a significant portion of its users consists of smaller independent sellers and direct-to-customer businesses. Shopify’s tools are in competition with AI-powered features found on other online shopping platforms. Amazon, for instance, is experimenting with a feature allowing customers to ask detailed questions about products. It has also introduced AI tools that summarize product reviews and provide recommendations for clothing sizes.

The fresh search feature doesn’t depend on the usual Boolean searches or keyword matching, such as “wedding guest dress spring.” Coates notes that people prefer a more casual, conversational search, like “I need a dress to wear to a wedding in spring.” With Shopify’s semantic search, it can grasp the intention behind the search string, leading to what Coates claims are more fitting results.

Coates explains that Shopify developed its set of AI tools using a blend of AI foundation models. As per Shopify, these tools include built-in features for watermarking and moderation.